In the first part of this series on tips for catalogers looking for useful ways to bolster their housefiles with prospect names, this week I provide a background on the value of customer acquisition in the catalog industry.
Of course most everyone knows that customers are the lifeblood of any direct marketing company. Everything catalog marketers do revolves around acquiring and retaining customers — and doing so at a profitable level.
Between recent printing and paper increases, the undeserved beating the U.S. Postal Service handed catalog mailers last year, and fierce competition (where the Internet comes into play heavily), the job of a
Peter F. Drucker
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